HIGH STREET GIANT SUPERDRUG OVERTAKES CLAIRE’S ACCESSORIES TO CLAIM NUMBER ONE PIERCING SPOT

Health and beauty giant Superdrug has today announced that it has become the high street’s biggest piercing specialist, with Claire’s Accessories previously holding the title for over 40 years.

Superdrug now operates over 340 piercing hot spots in its highly trained beauty studios and stores across the country, with 5 new areas opening every week this year, and ambitions to introduce the service into every one of their 840 stores.

The move is part of the chain’s bid to help customers achieve the perfect “curated ear”, a trend which emerged in 2019, and so far has over 7 million views of artfully styled and pierced ears on TikTok. The retailer has carried out 28,000 piercings in 2022 alone.

As well as being the largest piercing specialist on the high street, Superdrug also offers the cheapest service. In addition, to ensure the piercing experience as safe, supportive and pain-free as possible, the retailer also continues to offer free aftercare with its piercing services, something that is charged as extra by competitors on the high street.

And while the previous UK piercing leader, Claire’s Accessories, offers piercings for customers from aged 3 months, Superdrug has made the decision to offer this service only to those over three years old, who are able to verbally express a desire to have, or not to have a piercing.

Piercing services will take place in both Superdrug’s expert beauty studios, and standard stores where 1,000 colleagues have been trained by world-leading experts at LA based Studex.

Alongside piercing and aftercare, Superdrug is expanding its jewellery offering to complement this service, with 72 new jewellery products launched, in exclusively precious metals, the only option available for piercings at Superdrug.

Speaking on the move, Jenna McKewan, Senior Beauty Services Manager said “We are so proud to claim the piercing top-spot just five years after introducing the service. It’s so important to us that having your ears pierced with Superdrug is a positive, professional and hygienic experience, and we’re delighted that we’ve been able to provide that for hundreds of thousands of customers so far.”

Visit your local Superdrug store to find out more about your next piercing, with prices starting from £11.50.